Canada Post CROSS-MEDIA CAMPUS · 2015-07-21 · CROSS-MEDIA CAMPUS Canada Post EDUCATION,...

DIRECT MAILWE’RE RETHINKING

www.canadapost.ca/DirectMailWorks

EDUCATION, AWARENESS & HANDS-ON TRAINING

FOR AGENCY PROFESSIONALSŹ FundamentalsŹ StrategyŹ CreativeŹ MediaŹ Production and deployment

CROSS-MEDIA CAMPUS

Canada Post

EDUCATION, AWARENESS & HANDS-ON TRAINING

FOR AGENCY PROFESSIONALSIncrease campaign effectiveness

and ROI with cross-media marketing Ź StrategyŹ CreativeŹ MediaŹ Production and deployment

Training Guide2013

2 Canada Post | Cross-media Campus DIRECT MAILWE’RE RETHINKING

The Cross-Media Campus is an industry initiative, championed by Canada Post and sponsored by industry leaders who have pledged their !nancial support, their in"uence and their expertise to expand the relationship marketing and cross-media skill-sets of marketing, advertising, digital and social agencies in Canada.

THANKS TO OUR INDUSTRY

SponsorsWelcome to the

Cross-Media Campus

OUR SPECIAL THANKS TO OUR TITLE SPONSORS:

Supporting sponsors:


Today, more than ever, companies the world over are rethinking the way they do business, how they engage with their customers and prospects, and how they build lasting relationships.

That’s why at Canada Post, we’re rethinking direct mail, its role in the marketing mix and how it supports the broader vision of integrated marketing.

In order to share our insights into how direct mail works in today’s digital world, Canada Post has created the Cross-Media Campus: a strategic education and training resource for agencies and their clients.

The Cross-Media Campus provides training that focuses on creating powerful synergies between physical, digital, social and

traditional media. Learn how to combine direct mail, email, web and other media to increase marketing ROI and effectiveness.

The best part is that all training can be provided to you in-house, so your team can share real-life situations and challenges, making it relevant to your agency and your clients.

I look forward to sharing our Direct Mail and Cross-Media insights with your agency team.

Mary Traversy

Contact usCross-Media Campus Canada Post 500-1 Dundas St. W. Toronto ON M5G 2L5www.canadapost.ca/[email protected]

Mary TraversySENIOR VICE-PRESIDENT, MAIL CANADA POST CORPORATION


CROSS-MEDIA CAMPUS

Executive Forums

UPCOMING DATES AND LOCATIONS

Location Date

Winnipeg Wednesday, April 3 8 am - 10 am

Vancouver Friday, April 5 8 am - 10 am

Edmonton Wednesday, April 10 8 am - 10 am

Calgary Friday, April 12 8 am - 10 am

Toronto Wednesday, April 24 8 am - 10 am

Ottawa Tuesday, April 30 8 am - 10 am

Quebec City Wednesday, May 1 8 am - 10 am

Montreal Thursday, May 2 8 am - 10 am

For the most up-to-date listing of sessions, visit our website.

Register online today Registration

is FREE

www.canadapost.ca/DirectMailWorks

IN-HOUSE DM & CROSS-MEDIA

workshops In-house training is provided free of charge for groups of ten or more participants. Sessions can take place at your of!ces during a lunch & learn session (we like to call it Power Pizza) or a morning, afternoon or end-of-day workshop.

The workshops detailed on the next few pages are designed to provide relevant cross-media training to the various functional groups in your agency.

There are workshops for strategy, creative, production and media teams. There’s something for everyone, from your latest recruits to your senior account and creative team leaders.

We invite you to register your agency and discuss your training requirements with your dedicated Canada Post Agency Advisor.

Register your agency team today!

Industry best practices are just one click away!Visit the Canada Post We’re Rethinking Direct Mail website for the latest trends in relationship marketing, creative samples and case studies from around the world, innovation, inspiration and more.

Visit www.canadapost.ca/DirectMailWorks

Our Executive Forum series provides marketing executives and agency leaders with the opportunity to discuss and learn about the power, impact and ROI of a customer-centric cross-media approach.

Throughout the second quarter of 2013, we will be traveling across the country to promote industry awareness in key cities and major markets.

Available Workshops

CMW-2000 - Cross-media & DM Creative

CMW-2001 - Cross-media & DM Strategy

CMW-2002 - Cross-media & DM Production

CMW-2003 - DM Targeting & Media

Who should attend?Senior marketing executives Senior Brand, Direct and Digital agency professionals


DM & CROSS-MEDIA

CreativeDM & CROSS-MEDIA

StrategyHow to create high-impact DM and cross-media campaigns that drive results for your clients and build the brand experience.

Understand the WHY and HOW behind customer-centric relationship-focused marketing, it’s key drivers and success factors.

LEARNING OBJECTIVESProvide agency creative teams with the best-in-class principles for high-impact direct mail and integrated cross-media creative

FORMAT90 minute Power Pizza lunch session or half day power workshop

WHO SHOULD ATTEND

LEARNING OBJECTIVESProvide agency account teams with the fundamentals of relationship marketing and how to create a high-impact strategy that drives results for your clients.


WHO SHOULD ATTEND

PRICEFREE to quali!ed agencies*


KEY CONTENT

campaigns build the brand while they produce results

the world

building process

increase relevance

customer journey

creative (copy and design)

KEY CONTENT

and the customer journey

and analytics

To arrange for your on-site training, contact your Canada Post

Agency Advisor or visitwww.canadapost.ca/DirectMailWorks

To arrange for your on-site training, contact your Canada Post Agency Advisor or visit www.canadapost.ca/DirectMailWorks

Course number: CMW-2001


* Please contact your Canada Post Agency Advisor for details.



DM & CROSS-MEDIA

ProductionDM TARGETING &

MediaUnderstand how to effectively produce high-impact direct mail and cross-media marketing campaigns to maximize ef!ciencies, speed deployment and avoid common traps, pitfalls and blunders.

Understand how a relationship perspective changes the way you select media shifting your priority from reach to quality and conversion.

LEARNING OBJECTIVESProvide production and deployment teams with the practical hands-on knowledge they need to cost, produce and deploy integrated cross-media campaigns that grow marketing ROI


WHO SHOULD ATTEND

LEARNING OBJECTIVESProvide media planning teams with insights, tips and key learning on how to plan and buy media to generate a response.


WHO SHOULD ATTEND



KEY CONTENTMost effective creative formats for DM and EM

and components

versus impact and results

& standards

they work

format impacts response

KEY CONTENT

selection with a conversion mindset

lists and why you should care about the difference

secrets

will love you for

campaign ROI

strategy behind your reach.To arrange for your on-site training,

contact your Canada Post Agency Advisor or visit

www.canadapost.ca/DirectMailWorksTo arrange for your on-site training, contact your Canada Post Agency Advisor

or visit www.canadapost.ca/DirectMailWorks






THE CROSS-MEDIA CAMPUS

Faculty

Mark MorinProgram AmbassadorPresidentStrategies Relationship Marketing

Mark Morin is a passionate marketing communications strategist with 30+ years of hands-on experience in creating powerful, effective and results-oriented material for national and international brands.

He is also one of Canada’s pioneers in relationship marketing education. He has led over one hundred conferences, seminars and workshops throughout North America.

His work has been widely recognized in the relationship marketing industry, having received 61 major national and international awards.Mark is co-author of a book on how to create relevance through customer-centricity and content personalization.

Jennifer CampbellGeneral ManagerDirect Marketing StrategyCanada Post Corporation

Jennifer joined Canada Post in 2006 and has led countless initiatives to support the direct marketing industry. She currently leads a team of advisors who bring hands-on marketing experience and knowledge to a wealth of customers across the country. With an extensive background in direct marketing, segmentation and customer relationship management, Jennifer’s role is to support marketers in maximizing their ROI for their marketing initiatives.

Prior to Canada Post, she held senior marketing roles in companies including American Express,

consulting to companies specializing in marketing and segmentation strategies. A Queen’s University

Masters Certi!cate in Innovation Management.

Raewyn SleemanSenior Manager Agency Strategy Canada Post Corporation

Kristi TomasinSenior Manager Agency Strategy Canada Post Corporation

Derek SorensonSenior Manager, Agency StrategyCanada Post Corporation

Danièle GregoireSenior Manager, Agency StrategyCanada Post Corporation

REGISTER YOUR TEAM TODAYContact your Canada Post Agency Advisor

Canada PostCross-Media Campus500-1 Dundas St. W.

Toronto ON M5G 2L5


[email protected] www.canadapost.ca/DirectMailWorks

Canada Post CROSS-MEDIA CAMPUS · 2015-07-21 · CROSS-MEDIA CAMPUS Canada Post EDUCATION,...

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